February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Integrated communications planning for shopper marketing
DAVID SOMMER
David Sommer is managing partner of MEC Retail for Mediaedge:cia (MEC). MEC Retail offers a consultancy for manufacturers and retailers in using in-store communication both strategically and creatively. MEC gets consumers actively engaged with its clients’ brands, leading to positive awareness, deeper relationships and stronger sales.
The ‘target consumer’ – moving out of the cross-hairs
Advertising executives used to talk obsessively about ‘reaching’ consumers. ‘Who is our target? How do we reach them as efficiently and effectively as possible with a differentiated and relevant message about our product?’ In the old days, the simplest of business equations told the whole ...
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